Unlock the Power of Connection
Contact us today to learn more about our platform, performance analytics and entire portfolio of managed services.Schedule A Demo
HP worked with gen.video to develop a strategy around their Omen & Victus gaming laptops to utilize tech and gaming influencers to highlight the specs, different features and accessibility of the two products.
Through a mix of known, trusted ambassadors as well as new influencers, our goal was to not only create buzz and push the products, but also test the market with new potential faces for HP.
With the long-term partnerships that HP and gen.video have in place, research and planning before programs happens by leveraging all of the past data and success stories that we've seen. Through gen.video's backstage platform, we sift through past sales data broken out by influencer, platform, and retailer evaluated against the context of supported product, time of year and other contextual elements. For example, we saw that one of HP's ambassadors had previously been used on similar campaigns and generated hundreds of thousands in brand sales and a 200%+ ROI. By incorporating this type of influencer as a campaign cornerstone, we can then be more experimental with the rest of the line-up to find new stars, new audience and new approaches to the content without compromising ROI.
Following a repositioning of the OMEN gaming laptops in 2019 to focus on a more mainstream audience interested in mobility and crossover devices. With that in mind, we took the approach to diversify our content distribution between dedicated gaming-focused Creators and tech-focused Creators that also had a gaming niche to convey how these laptops can support a breadth of use cases.
In terms of scoped content, the program included a dozen influencers creating content on YouTube, Instagram and TikTok.
gen.video’s Backstage platform is directly integrated with a number of affiliate networks including Awin, Impact, Amazon and others, allowing us to track attributed sales at hundreds of retailers around the world. Because of the breadth of these integrations, we are able to be agnostic in terms of allowing brand teams to push traffic to the retailer or retailers of their choice, even as our platform handles all of the hard work integrating and normalizing the inbound data feeds and determining which retailer is converting the highest amount of traffic.
For this program, consumers were driven to Best Buy, Amazon and HP.com all with links created through the gen.video platform. Unique links were created not just for each influencer, but for each specific post to ensure that we could differentiate and dissect performance by influencer, platform and supported retailer. Along with streamlining the link generation itself, gen.video’s ability to showcase the broken-down affiliate sales data in real time allows for in-program optimizations as well as informing strategy in future programs.
Additional benefits of using affiliate networks to track results:
In addition to the standard social media posts on the influencers’ channels, we delivered 12 post production assets for HP and its marketing partner AMD to leverage across Facebook, Instagram and Twitter. These incremental assets further enhanced ROI for the campaign, allowing the clients to avoid separate production costs (and time and energy) and enabling them to put paid support behind the content being generated where needed.
YouTube, Instagram, TikTok
We are delighted to report the Omen & Victus campaign was named the GOLD winner for the Best eCommerce Campaign at the 2022 Pro Awards!
We are delighted to report the Omen & Victus campaign was named the winner for the Best Use of Affiliate Marketing at the 2022 Influencer Marketing Awards!
For this fun and innovative campaign, we wanted to find influencers that would thrive at telling the HP story in a way that audiences could easily digest. This campaign would have been nothing without these amazing faces behind the brand.